The impact and influence of the Hispanic audience in the U.S. on media content and platforms is undeniable, particularly on streaming. Over the past year, streaming has become the predominant way all people watch television. In July, for example, streaming claimed its biggest share of TV time (34.8%) to date. Among Hispanic audiences, however, the story is far more pronounced—a reflection of the tremendous variety available and Latinos’ attraction to culturally-relevant and representative content.
미국 일반 시청자와 비교했을 때, 2022년 7월 라틴계 시청자의 전체 TV 시청 중 43.6%가 스트리밍 플랫폼을 통해 이루어졌으며, 이는 다른 모든 인종 집단의 스트리밍 선호도를 크게 앞지른 수치입니다.
The high engagement with streaming services reflects Latinos’ enjoyable streaming experience, the availability of a high volume of content that is either inclusive, in-language, or both. Age is also a factor in the attraction to streamed content. While younger viewers of all racial or ethnic backgrounds stream content in higher quantities, Latino’s relative youth is a significant contributor to the increase in time spent with streaming.
미국 히스패닉의 58%는 34세 미만이며, 전체 31%는 17세 미만입니다. 또한 미국 내 라틴계 미국인의 평균 연령은 33.7세로 비히스패닉계 백인의 45.1세보다 훨씬 낮습니다.
Hispanic viewers continue to increase the amount of time spent with streaming platforms: In July, Latinos streamed 33.5 billion minutes of video each week, reflecting an annual increase in impressions1 of 22%.
Across the various platforms and services available, Netflix and YouTube are among the most popular among Hispanics, as this audience spent 24% and 57% more time with these platforms, respectively, than non-Hispanic Whites during the month of July 2022. Hispanics high level of engagement with these platforms is attributable to two factors, among others:
- 넷플릭스는 히스패닉 콘텐츠 라이브러리 개편에 투자하겠다고 공개적으로 약속했습니다.
- YouTube는 크리에이터가 주도하는 플랫폼으로, 라틴계가 제작하고 라틴계를 위한 문화에 맞는 콘텐츠를 제공합니다.
Much of the increased streaming engagement over the past two years reflects the growing list of platforms and services that offer an increasing wealth of options, both live and on-demand. And when it comes to satisfaction, a survey Nielsen conducted earlier this year found that Hispanics are the most pleased with their streaming experience.
히스패닉계는 전체 TV 이용률의 관점에서 볼 때 전통적인 TV 채널 밖에서 원하는 것을 더 많이 찾고 있습니다. 그 결과 전통적인 실시간 및 시간 이동 TV를 시청하는 시간이 현저히 줄었습니다.
To capitalize on viewing trends, media companies are racing to deliver their own streaming offerings, with some estimating that Americans now have more than 200 streaming services to choose from. As of August 2022, U.S. audiences had more than 757,000 titles to watch on streaming platforms, compared with just over 212,000 on traditional linear channels. For Hispanic audiences, this extensive—and growing—library is the go-to source for the inclusive, representative content that they’re looking for.
Note
- 노출은 오디언스가 콘텐츠를 시청했음을 확인하는 지표입니다.
For additional insights, download our 라틴계가 주도하는 콘텐츠와 시청자 스트리밍 성공을 위한 기본 요소 report.
